Customer experience is a crucial aspect of any product or service. Understanding how your users are experiencing your product or service can help you better understand their needs and improve their overall satisfaction.
One way to do this is using the 5E Framework on Customer Experience. The 5E Framework can be applied to any journey and experience, creating shared anchor points and language within a company. It is designed to be highly adaptable and can be used as a design, sales, marketing operations, or innovation tool.
Entice
The first stage of the 5E Framework is Entice. This is where you attract potential customers to your product or service. You can do it with marketing and advertising efforts that showcase the benefits and value of your offering.
Enter
The second stage is Enter. This is where customers begin to interact with your product or service. Making this process as smooth and easy as possible is important to ensure a positive first impression.
Engage
The third stage is Engage. This is where customers actively use your product or service. Providing a high-quality experience that meets their needs and expectations is important.
Exit
The fourth stage is Exit. This is where customers complete their interaction with your product or service. It’s important to leave a positive lasting impression and provide opportunities for feedback.
Extend
The final stage is Extend. This is where you continue to engage with customers after their initial interaction. This can be done through follow-up communications, loyalty programs, and other efforts to maintain a positive relationship.
Entice
Starbucks uses various marketing strategies to entice potential customers. They invest in creative advertising campaigns across multiple channels, such as TV, social media, and billboards, showcasing their premium coffee offerings, cozy ambiance, and community-focused initiatives. They leverage social media platforms to engage with their audience and share engaging content.
Enter
Starbucks ensures their stores have an inviting atmosphere and well-trained staff. They focus on providing a seamless entry into their stores by maintaining clean and attractive storefronts, clear signage, and easy accessibility. They may also have drive-thru options or mobile ordering features for added convenience.
Engage
Starbucks prioritizes customer engagement by training its baristas to deliver personalized and friendly service. They strive to create a welcoming environment where customers feel comfortable spending time. Starbucks encourages customers to customize their drinks and actively promotes interaction through initiatives like writing customers’ names on cups.
Exit
The exit stage at Starbucks involves making the payment and checkout process efficient and convenient. They offer multiple payment options, including mobile payment systems like their Starbucks mobile app. They ensure that customers receive their orders accurately and promptly. Starbucks may also provide a thank-you gesture, such as offering a free drink on the customer’s next visit.
Extend
Starbucks extends the customer experience beyond the store visit through their loyalty program, Starbucks Rewards. They offer incentives and exclusive benefits to members, such as free drinks, personalized offers, and early access to new products. Starbucks maintains communication with customers through email updates, mobile notifications, and their social media presence.
Note: This example is based on general observations and may not reflect specific practices or initiatives implemented by Starbucks. Suppose you want to apply the 5E Customer Experience Framework to your business, the specific actions and strategies will vary depending on your product or service and your customers’ needs.
